Media Outlook: The reality of network television

Jo Ann Ross

One of a number of expert reviews of the U.S. media scene produced in March 2003, and looking at 2003/4.

Media Outlook

The reality of network television

Jo Ann RossCBS

It seems there's never a shortage of predictions about the future of network television. Yet in the face of new technologies, an increasingly crowded marketplace, and changing consumer behavior, network television continues to flourish. Nothing can match its reach, efficiency, and ability to create shared experiences.

An advertiser can reach 27 million people with a single episode of a show like CSI. Meanwhile, 'water cooler' buzz is generated from a network event, whether it's a special like the Super Bowl, a new plot twist on an episode of Everybody...

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